Digital Service Transformation Strategy for Enhancing Customer Satisfaction and ISP Growth

Hanafi Ali Jan; Ridho Bayuaji

doi:10.33050/tmj.v11i2.2718

Authors

Hanafi Ali Jan Institut Teknologi Sepuluh Nopember
Ridho Bayuaji Institut Teknologi Sepuluh Nopember

DOI:

https://doi.org/10.33050/tmj.v11i2.2718

Keywords:

Service Technology, Customer Satisfaction, Field Technician Performance, Service Quality, Pro-growth Behavior

Abstract

This study examines the influence of Service Technology, Field Technician Performance, and Price Fairness Perception on Service Performance, Customer Satisfaction, and Pro-Growth Behavioral Intention in Internet Service Providers (ISPs). In an increasingly competitive industry, companies must combine reliable network technology with quality service and fair pricing to enhance customer satisfaction and support sustainable growth. A quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to 150 active customers of PT Teknologi Rubi Mandriva in Manado and Gorontalo, analyzed using SmartPLS 4 with bootstrapping of 5,000 subsamples. The model comprises six constructs, with Service Technology, Field Technician Performance, and Price Fairness Perception as formative predictors of Service Performance, which subsequently shapes Customer Satisfaction and Pro-Growth Behavioral Intention. Results indicate that Field Technician Performance and Price Fairness Perception significantly affect Service Performance, whereas Service Technology does not. Service Performance strongly predicts Customer Satisfaction, driving loyalty, positive word of mouth, and willingness to pay more. Of seven hypotheses tested, five were supported and two rejected, confirming technology as a baseline expectation rather than a satisfaction driver. This study concludes that ISP growth depends more on service experience quality through Service Performance and Field Technician Performance than on technology alone, underscoring the importance of technician competency and pricing transparency in digital service transformation.

Author Biographies

Hanafi Ali Jan, Institut Teknologi Sepuluh Nopember

Interdisciplinary School of Management and Technology
Ridho Bayuaji, Institut Teknologi Sepuluh Nopember

Interdisciplinary School of Management and Technology

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